A City of Many Stories

Fort Myers, Florida has long been regarded as a sleepy retiree community with the vacation homes of Thomas Edison and Henry Ford. But as we would discover, its actually home to a rich history and bustling downtown scene ripe for a hotel that celebrates its culture. This led us to create a brand story and design system for the hotel and its outlets that was as carefully crafted as it was playful.

NAMING

ART DIRECTION

DESIGN

FEATURED IN

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The Stories

Before we began concepting, we visited Fort Myers to get immersed in the local culture and its history. Via walking tours, perusing the city archives, and exploring unique destinations, we discovered that there were tons of fascinating—and funny—stories about the people who shaped the city of Fort Myers.

Once we decided that we wanted the brand to be about the collective of people who built the city and their quirky stories, we knew we needed illustrations. So, we collaborated with illustrator Joshua Noom based in Fort Myers to create a complete set. Those illustrations became the basis for the brand and its outlets.

Given its location in the heart of downtown, we created various merchandise for visitors and locals to collect the history of Fort Myers.

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The brand marks and illustrations continue to be implemented in everything from launch events to the interior design.

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& Co.

In addition to the hotel, we branded a diner, upscale seafood restaurant, collaboration theater, and convention center. While each outlet has its own story, wordmark, typography and color palette, they all use the same illustration style. The result is a family of brands that feel cohesive yet unique.

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